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High culture, high context: online strategies of indigenous cultural enterprises

Cardamone, Megan 2007, High culture, high context: online strategies of indigenous cultural enterprises, in IADIS 2007 : Proceedings of the IADIS International Conference e-Commerce 2007, IADIS Press, Algarve, Portugal, pp. 137-146.

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Title High culture, high context: online strategies of indigenous cultural enterprises
Author(s) Cardamone, Megan
Conference name International Conference e-Commerce (2007: Algarve, Portugal)
Conference location Algarve, Portugal
Conference dates 7-9 December 2007
Title of proceedings IADIS 2007 : Proceedings of the IADIS International Conference e-Commerce 2007
Editor(s) Krishnamurthy, Sandeep
Isaias, Pedro
Publication date 2007
Conference series International Association for Development of the Information Society Conference on E-Commerce
Start page 137
End page 146
Publisher IADIS Press
Place of publication Algarve, Portugal
Keyword(s) indigenous Australians
cultural sector
e-commerce
internet
fine art
reputation
trust
Summary Indigenous Australians experience a great demand for their culture, but do not benefit sufficiently from its commercialization. Recent developments in digital and Internet technology have presented new commercial opportunities for mainstream enterprises and for greater interaction between global cultures. Indigenous Australians recognized these opportunities and have adopted Internet technology across a range of sectors. Very little is known about Indigenous -owned enterprises and their e-commerce practices, particularly in the lucrative cultural sector. This paper draws on a national online survey and enterprise case studies to examine approaches to, and perceptions of Internet commerce in Indigenous-owned culture sector enterprises. Cultural products (such as art, craft, dance, theatre and cultural tours) are not traditionally aligned with e-commerce which favours intangible and standardised, easily comparable products. However some Indigenous enterprises have been highly successful at increasing income and viability through the online medium. Because of the complex preconditions for selling Indigenous culture, transactions are rarely conducted fully on the Web. The research found that in examples of successful Indigenous e-commerce, cultural enterprises first establish social and cultural contexts before achieving economic gains. Social contexts are built online through relationships and communication, which underscore reputation, and transactions as 'experiences'. Online construction of a product's cultural context is used to ensure 'authenticity', which can act as a subtle alternative to online branding and trust.
ISBN 9789728924492
9728924496
Language eng
Field of Research 150399 Business and Management not elsewhere classified
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category E1 Full written paper - refereed
ERA Research output type E Conference publication
Copyright notice ©2007, IADIS
Persistent URL http://hdl.handle.net/10536/DRO/DU:30008162

Document type: Conference Paper
Collection: School of Management and Marketing
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